If you're unsure of where to start and want to see the power of sequences, follow these standard best practices for building effective sequences into your prospecting/outreach process.
1) Leverage automation
- Sequences are highly customizable and do not have to be automated to create an effective workflow. However, begin to consider how automation can help to supplement your outreach efforts as you look at your various customer types and personas. Our top performing customers leverage automated touch-points at strategic points of the engagement process to level-up their efficiency by saving time and achieving more activity.
2) Use 5+ touch-points before you give up
- Over 30% of conversations happen after the third attempt. While that is good incentive for following up more often, it's tough to manually manage that process with all of your Contacts and Accounts. Sequences give sellers the ability to add prospects to a specific cadence of touches, helping to standardize the process and analyze what works for different customer segments - so naturally, sellers can use sequences to ensure all their Contacts and Accounts get more touches, giving them a higher chance of receiving a reply.
3) A/B test your messaging
- It's easy to A/B test your messaging in sequences. Follow A/B testing best practices to ensure you are testing your messaging appropriately and with the correct volume. See the resources below to learn more about how to A/B test.
4) Use rulesets to automate Lead or Contact Status changes
- Rulesets, nested under the Settings section in Outreach, allow you to create global rules for sequences. These global rulesets allow sequences to:
- Automatically change the stage/status (and pushing those changes to Salesforce) as prospects move through the sequence
- Sequence safety settings
- Pausing and automatically resuming prospects who were out of office
- Turning on unsubscribe links
5) Reply to your own messages
- Sometimes we see emails come into our inbox with "Re:" in the subject line, even though there had never been an actual conversation. No sales person should have to resort to tricking a prospect to open their email and, let's face it, prospects often forget who we are and why we're reaching out in the first place. That's why Outreach allows you to reply to your own messages by creating a "reply" email within the sequence. Reply emails follow-up in the same email chain as your original or "parent" message, keeping the exchange in context with previous attempts and showing that you are persistent.
6) Throttle your prospects
- "Throttle" is a feature embedded in the sequence settings and rulesets that allow you to control the volume of prospects you reach out to every 24 hours. The throttle is important to help users stay in control of their daily activity without getting bogged down or overwhelmed.